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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK)
Maharudin, Achmad
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Economics, Econometrics & Finance

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EWOM CREDIBILITY, TRUST, PERCEIVED RISK, AND PURCHASE INTENTION IN THE CONTEXT OF E-COMMERCE: MODERATING ROLE OF ONLINE SHOPPING EXPERIENCE Amarullah, Dudi; Handriana, Tanti; Maharudin, Achmad
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 11, No 1 (2022): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (404.986 KB) | DOI: 10.26418/jebik.v11i1.50594

Abstract

This study aimed to investigate the impact of eWOM credibility on trust and perceived risk and its effect on purchase intention with the online shopping experience as a moderator. The empirical data were collected from 247 e-commerce consumers in Indonesia through the distribution of online questionnaires. The PLS-SEM technique was applied to perform hypothesis testing. The results of this study showed that eWOM credibility has a positive and significant effect on consumer trust toward e-retailers and purchase intentions, but not on perceived risk. In addition, the results showed that consumer trust toward e-retailers has a positive and significant effect on purchase intention. Meanwhile, perceived risk has a negative and significant effect on purchase intention. Moreover, while online shopping experience positively moderated the relationship between perceived risk and purchase intention, online shopping experience did not moderate the relationship between consumer trust toward e-retailers and purchase intention. The findings of this study make a significant contribution both to business actors in e-commerce and to policymakers.JEL: M31.
Co-Authors Dudi Amarullah Tanti Handriana